Canon Australia Speaks to the Heart of all Photographers

Talk about doing advertising right...wow! As part of their "What do you see?" campaign the spot takes a unique approach to selling camera gear, by never mentioning it once. Instead we are treat to closeups of peoples eyes as they look at the things most important to them.

"There are over 7 billion of us on our planet,” says the narrator. “All looking at the world in our own way. But no one sees it like you.”

After several more reflections and brief voice-overs the spot fades as you're asked..."What do you see?"

Award winning photographer, Fstoppers writer and entrepreneurial consultant David Bickley is wholly engaged in helping people become more. Be it more confident via the portraits and fitness photos that brought him world-wide recognition, or more profitable in business through mentoring... David lives to bring his client's voice out into the world.

I must be getting old and cynical, I just think this is a load of irrelevant hogwash. A bit of macro work and some CGI. It doesn't help the consumer in anyway. Its just meant to try and make a warm fuzzy feeling to encourage people to buy more stuff they don't need. I yearn for the day when educated customers demand more from marketing and PR people. And second to that, Canon is not particularly good at helping people achieve their vision when compared to the more innovative players in the field. It is an interesting post to look at though from a shooting / concept point of view. My rant is in no way an attack on F-Stop for posting this. Its undoubtedly good to look at.

...and you just contradicted yourself. One of the goals of marketing and advertising is to catch your attention and one of the ways of doing that is by coming up with something beautiful. They got you to see it and appreciate it. Not every selling point needs to be based on facts and stats.